The brain's architecture is laid bare for anyone to see. Making models of features is cheap. Anyone can do it. There are loads of white papers and benchmarks. Some approaches beat others depending on the benchmark. Claiming it 'works' by tweaking it until it fits a canned benchmark is not hard work. Not having any explanation as to why it works is not hard work.

Coming up with a functional systems architecture that ties the bits and pieces together is hard work. Understanding what is really happening in the human brain, how/why it is performing various functions, and how this provides for an intelligent architecture is hard work. Creating an 'aware' platform is hard and elusive work which is why people chase the low hanging fruit of optimization algorithms.

*Cheers